New Genesee Beer Packaging Reflects Brand’s Authenticity

ROCHESTER, NY – A new packaging design for Genesee Beer and its family of products is a hot topic online. A return to the original name of Genesee Light, along with graphic changes on Genesee Beer, Genesee Cream Ale and Genesee Ice, take cues from Genesee’s heritage while connecting with today’s consumer. People can expect to see the new packaging on shelves this month in grocery, drug and convenience stores across the Northeast.

According to Carrie Duggan, Genesee brand manager, the brand team decided to move to a much more authentic, straightforward look that represents the quality and longevity of Genesee. “The new look gets to the heart of the Genesee brand. It’s simpler and points to our quality ingredients and strong heritage as New York state’s oldest brewery,” said Duggan.

The 137-year-old Genesee Brewery revealed its new packaging with a dramatic unveiling of its three-story-high “beer cans” outside of the brewery. The “cans” are actually beer storage tanks wrapped to mirror Genesee Light, Genesee Beer and Genesee Cream Ale cans. The beer cans have become a mainstay on St. Paul Street since they were first wrapped in 2010. About 7,425 square-feet of cloth was used to cover the cans. The cloth dropped in theatrical style in front of an enthusiastic audience. Passionate Genesee fan and Rochester musician, Tommy Brunett surprised the crowd of employees and alumni watching with a live performance of “I Like Beer,” Genesee’s unofficial theme song, as the curtains came down.

“We want everyone in our hometown of Rochester to take as much pride in our brewery as we do,” said Mike Mueller, brewmaster. “Our employees are excited about the innovative packaging and products that have rolled out this year. Not to mention, the Tap-it-Forward initiative has provided support for important community programs like food banks while allowing Genesee to introduce specialty packages and new craft beers from the Brew House. It’s an exciting time to work for Genesee.”

New Packaging Creates More Modern, Clean Look

The new packaging includes a complete overhaul of Genny Light which will revert back to its original name of Genesee Light that dates back to 1978. Other changes will roll out to Genesee Beer, Genesee Cream Ale and Genesee Ice packaging including graphic updates, the addition of a wheat stalk, and the designation as New York state’s oldest brewery.

“The packaging has changed but the beer is the same great quality beer that generations of people have enjoyed,” said Mueller. “There is real love for the simplicity and values that Genesee stands for. People all over the Northeast come together over Genesee Beer and we love it.”

Three-Story Beer Cans

The packaging changes are now featured on the three beer storage tanks, which hold the equivalent of 35,862,784 ounce beers. Genesee began wrapping the tanks in can graphics in 2010, and the beers have become somewhat of a landmark in Rochester ever since. The cans have attracted tourists, local beer enthusiasts, marriage proposals and plenty of photographs.

Mechanics and Theatre Behind the Tank Reveal

The mammoth “beer cans” were shrouded by custom sewn ripstop nylon curtains measuring 7,425 square feet. The complicated reveal took two experienced theatrical riggers a full day to install the series of pipes and metal framework so that once the timing was right, an intricate series of ropes, pulleys and well-timed electronic signals lowered the yards of curtains.

About The Genesee Brewery

The Genesee Brewery, based in Rochester, is the oldest brewery in New York state, and is part of North American Breweries. In 2010, the Genesee Brewery earned AIB Certification, a nationally recognized industry designation for quality excellence in food, beverage, and brewing manufacturing practices and product safety. The brewery makes the classic Genesee line of beers, the Original Honey Brown Lager, the Dundee Ales & Lagers family of craft beers, as well as Seagram's Escapes. The Genesee Brewery also manufactures beer and other alcoholic and non-alcoholic beverages under contracts on behalf of other companies. More information: Genesee Brewery Newsroom.